Lifetime `Hero' Campaign Hikes Local Sales

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Lifetime Television's recent 'Our Lifetime Commitment: Be Your Own Hero'
campaign racked up a 30 percent gain in local ad sales.

Finishing its third year in May, the campaign -- which focused on building
self-esteem and inspiring leadership among women and girls -- registered some
$5.6 million in local ad sales, according to Lifetime executive vice president
of distribution and business development Louise Henry Bryson.

That total represented a 40 percent rise from the 2001 ad sales tied to the
campaign and a 200 percent jump from its initial outing during 2000.

As part of the campaign, affiliates representing more than 34 million
subscribers in 50 markets sold sponsorships to clients in a wide array of
categories including health care, retail, home and garden and
health/spa/beauty.

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